Module 1: Introduction to foundations of digital marketing and e-commerce

Test your knowledge: Careers in digital marketing and e-commerce

1. Fill in the blank: By the end of this program, learners will have _____ that can help them demonstrate their experience to potential employers.

concrete examples of work
ideas for new projects
templates of work products
paid offers for jobs

Explanation: The program aims to equip learners with tangible proof of their skills and learning outcomes. Concrete examples of work, such as project portfolios or completed assignments, are valuable tools for showcasing expertise and experience to potential employers. This demonstrates practical application and is often more compelling than just theoretical knowledge.

2. How can someone in this program put what they have learned into action?

By building a personal brand
By scoping a marketing budget
By leaving comments on digital marketers’ social media pages
By choosing a bid strategy

Explanation: A personal brand reflects an individual’s unique value, skills, and experiences. Building a personal brand allows learners to demonstrate their expertise, create professional networks, and stand out in the competitive job market. It is a practical way to apply the marketing and branding concepts learned in the program.

3. Fill in the blank: Some marketing roles are _____ positions, meaning a marketer works for a single company to market and sell their products.

agency
contract
third-party
in-house

Explanation: In-house marketing roles involve working directly for a specific company to manage its marketing efforts, such as promoting products or services. Unlike agency or third-party roles, in-house marketers focus solely on the needs of their employer rather than multiple clients.

4. What are the benefits of an agency role? Select two.

Get to know certain skill sets very well.
Receive unexpected requests.
Work longer hours.
Collaborate on a variety of initiatives in multiple industries.

Explanation:

Agency roles often expose marketers to a wide range of industries and projects, providing opportunities to collaborate and gain diverse experiences.
They also allow professionals to specialize and refine specific skill sets, such as social media management or campaign strategy, as they tackle varied challenges for different clients.
While agency roles can sometimes involve long hours or unexpected requests, these are not typically seen as benefits.

Module 1 challenge

Graded Quiz

5. What is the term for any communication method or platform a business can use to reach their target audience online?

E-commerce
Online sales
Digital channel
Target strategy

6. Digital marketing helps businesses do what? Select all that apply.

Process online transactions
Better serve customers
Build trust
Inspire loyalty

7. With digital marketing, potential customers can take an action the moment they experience the ad. Which advantage of digital marketing does this represent?

You can reach more people.
You get faster results.
You can build relationships with customers.
It is more cost-effective.

8. Which of the following statements regarding working in a marketing career is generally true?

Marketing coordinators’ tasks at a company are often disconnected and unrelated.
A digital marketing coordinator and e-commerce analyst have exactly the same roles.
It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis.
You are typically responsible for a wider range of marketing tasks in a larger business than a smaller business.

9. Which of the following best describes the skill of analytical thinking and comparing qualities as a digital marketer or e-commerce analyst?

Collect and organize information to identify patterns, uncover trends, and solve problems.
Seek out answers about people—what they want, how they think, and what motivates them to take action.
Communicate insights effectively to engage an audience.
Highlight unique qualities and get customers’ attention in creative ways.

10. Fill in the blank: A _____ contains your samples of past work and demonstrates relevant work experience.

Index
Portfolio
Selection
Report

11. Which of the following are benefits of working as an in-house marketing employee? Select all that apply.

Collaborate on a variety of initiatives in multiple industries
Gain knowledge and expertise in a specific industry
Likely have a clear path to promotion
Get to know one company and its products

Explanation: In-house marketing roles allow individuals to specialize in one industry and develop a deeper understanding of the company’s products and goals. Clear career paths and opportunities for advancement are more common in in-house roles.

12. Which of the following are benefits of working in a marketing agency role? Select all that apply.

Develop broad and flexible expertise.
Learn certain skill sets very well.
Collaborate on a variety of initiatives in multiple industries.
Gain deep knowledge and expertise in a specific industry.

Explanation: Agency roles expose marketers to a wide range of industries and projects, helping them develop diverse expertise and refine specialized skills. These roles offer variety and continuous learning opportunities.

13. Coordinating marketing activities, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

Product manager-level roles
Account manager-level roles
Strategist-level roles
Associate-level roles

14. Which of the following are typically job responsibilities for an e-commerce analyst? Select all that apply.

Develop relationships with clients.
Execute and monitor loyalty programs.
Use SEO to maximize traffic to the website.
Analyze data from the website or mobile app.

15. Fill in the blank: _____ is generally cheaper, more convenient, and more accessible than storefront sales.

Online marketing
Traditional marketing
Digital channel
E-commerce

16. A business owner wants to find new consumers for their clothing store. They plan to use social media to turn them into customers. What is this practice known as?

Online sales
Face-to-face marketing
Digital marketing
E-commerce

17. Digital marketing enables potential customers to act the moment they experience the ad, such as when a customer clicks on a digital ad to purchase a product. Which advantage of digital marketing does this represent?

Reach more people
Build relationships with customers
Get faster results
Save money

18. Which statement about marketing careers is generally true?

A digital marketing coordinator and e-commerce analyst often share similar skills.
You are typically responsible for a wider range of marketing tasks in a large business than a small business.
Marketing coordinators’ tasks at a company are often disconnected and unrelated.
Specializing in a marketing field that aligns with your strengths is not recommended.

19. What best describes the skill of data storytelling as a digital marketer or e-commerce analyst?

Communicate data insights effectively to engage an audience.
Use data insights to adapt to new situations.
Collect and organize information to spot patterns, uncover trends, and solve problems.
Seek out answers about people—what they want, how they think, and what motivates them to take action.

20. As you consider your skills and interests in marketing, which of the following should you do? Select all that apply.

Learn industry terminology
Learn one industry
Limit your understanding of the fundamentals
Make a note of skills that come up frequently

21. You want to become an expert in a specific industry by working for a single company. What role should you consider?

An in-house role
An internship
An agency role
A staffing firm role

22. Consider this scenario:

A recent graduate has decided on a career path. They want to work in a role that partners with multiple companies to help achieve their digital marketing and advertising goals.

Which type of role should they consider?

An internship
Full-time employment
An agency role
An in-house role

23. Setting marketing goals and KPIs, assisting on ongoing marketing campaigns, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

Strategist-level roles
Account manager-level roles
Product manager-level roles
Associate-level roles

24. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

Draft social media copy and obtain approvals
Approve and disburse funds for marketing activities
Follow SEO best practices
Analyze data from marketing campaigns

25. There are several advantages to digital marketing. For example, it enables customers to act as soon as they experience an ad.

What does this advantage enable brands to do?

Reach fewer people
Spend more
Build relationships with customers
Get faster results

26. What skill helps marketers and analysts to communicate data insights effectively and engage an audience?

Curiosity
Data maps
Analytical thinking
Data storytelling

27. What is in a portfolio?

Previous job titles and descriptions chronologically
Samples of past work and relevant work experience
Letters of recommendation from past employers
A letter outlining your credentials and interest in a job

28. Consider this scenario:

A recent graduate enjoys a stable working environment and decides to specialize in a specific industry. They want to avoid unpredictable requests from clients and long working hours.

Which type of role should they consider?

An in-house role
A staffing firm role
An agency role
An internship

29. You would like to work on different projects and develop a broad set of skills in your next role. Which of the following should you consider?

An agency role
A part-time role
An internship
An in-house role

30. There are a variety of roles and responsibilities in digital marketing. Which of the following are typical entry-level roles? Select all that apply.

Digital marketing coordinator
Account manager
Marketing associate
Email marketing specialist

31. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

Follow SEO best practices
Draft social media copy and obtain approvals
Analyze data from marketing campaigns
Approve and disburse funds for marketing activities

32. Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?

Seek out answers about people—what they want, how they think, and what motivates them to take action.
Use analytical thinking to collect and organize information to spot patterns and solve problems.
Highlight unique qualities and get customers’ attention in creative ways.
Communicate insights effectively to an audience.

Explanation: Curiosity drives marketers to understand customer behavior and preferences, which helps create effective campaigns that resonate with the target audience.

33. In an e-commerce role, you may be asked to monitor website analytics, optimize paid advertising campaigns using SEO, and manage an online marketing presence.

These tasks typically apply to which roles?

Product manager-level roles
Associate-level roles
Strategist-level roles
Account manager-level roles

34. As a new associate, you may be asked to follow SEO best practices, draft social media copy and obtain approvals, and monitor activities of returning customers.

Who typically fills this role?

Social media strategist
E-commerce product manager
Search Engine Marketing (SEM) specialist
Digital marketing coordinator

35. Digital marketing helps businesses create brand recognition in new and global markets. What does this mean? Select all that apply.

It’s a traditional form of marketing
It relies on local platforms like newspapers, and radio stations
It makes products and services accessible to a variety of people
It drives sales

36. Digital channels like email and social media allow businesses to personalize their communication.

What advantage of digital marketing does this refer to?

It reaches less people.
It is cost-effective.
You can build relationships with customers through direct communication.
It delivers faster results.

37. Which one of the following describes marketing roles?

Marketing coordinators’ tasks at a company are often disconnected and unrelated.
Specializing in a marketing field that aligns with your strengths is not recommended.
You are typically responsible for a wider range of marketing tasks in a large business than a small business.
A digital marketing coordinator and e-commerce analyst often share similar skills.

38. As a digital marketer or e-commerce analyst, you often collect and organize information to identify patterns, uncover trends, and solve problems.

Which skill does this refer to?

Writing
Analytical thinking
Storytelling
Curiosity

39. Fill in the blank: A(n)_____ role is when you work for a single company to market and sell their products.

Answers

agency
internship
staffing firm
in-house

40. With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent?

You can reach more people
You can build relationships with customers
Delivers faster results
It is more cost-effective

41. As a digital marketer or e-commerce analyst, which of the following best describes analytical thinking in your role?

Communicate insights effectively to engage an audience.
Highlight unique qualities and get customers’ attention in creative ways.
Create visual narratives for marketing campaigns.
Collect and organize information to identify patterns, uncover trends, and solve problems.

42. What are typical job responsibilities for an e-commerce analyst? Select all that apply.

Execute and monitor loyalty programs
Use SEO to maximize traffic to the website
Develop relationships with clients
Analyze data from the website or mobile app

43. Digital marketers and e-commerce analysts are often curious. What does curiosity enable them to do?

Highlight unique qualities and get customers’ attention in creative ways.
Communicate insights effectively to an audience.
Use analytical thinking to collect and organize information to spot patterns and solve problems.
Seek out answers about people—what they want, how they think, and what motivates them to take action.

44. What do effective digital marketing or e-commerce candidates often have? Select all that apply.

A broad knowledge of fundamentals
A narrow knowledge of fundamentals
A deep understanding of all industries
A deep understanding of one or two specific areas

45. Why would someone choose an agency role instead of an in-house role?

To work on different projects across multiple industries
To work in a predictable environment
To work with one industry only
To work with one company and its products

46. As a new associate, you may be asked to check that customer interactions align with business objectives, and ensure that email ads generate the desired results on a website.

Who typically fills this role?

E-commerce analyst
Search Engine Marketing (SEM) specialist
E-commerce product manager
Social media strategist

47. Fill in the blank: _____ is the practice of reaching customers online through digital channels with the aim of turning them into customers.

Face-to-face marketing
Digital marketing
Online sales
E-commerce

Explanation: Digital marketing involves promoting products or services through digital platforms such as social media, search engines, email, and websites to convert potential customers into actual buyers.

48. With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?

Create brand recognition
Get faster results
Build relationships with customers
Measure results easily

Explanation: Personalization in digital marketing helps create meaningful connections with customers, fostering loyalty and long-term engagement through tailored communication.

49. Which one of the following describes marketing roles?

You are typically responsible for a wider range of marketing tasks in a large business than a small business.
Specializing in a marketing field that aligns with your strengths is not recommended.
Marketing coordinators’ tasks at a company are often disconnected and unrelated.
A digital marketing coordinator and e-commerce analyst often share similar skills.

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50. What contains your samples of past work and demonstrates relevant work experience?

Index
Report
Selection
Portfolio

Explanation: A portfolio showcases previous projects and achievements, providing tangible proof of skills and experiences to potential employers or clients.

51. Why do companies partner with agencies?

They want them to work in house
They don’t need marketing
They don’t have in-house marketing teams to fill their digital marketing and advertising needs
They want to save space in the office by hiring outside help

52. In a digital marketing role, you may be asked to assist with campaigns, set marketing goals and KPIs, and create customer personas.

These tasks typically apply to which roles?

Product manager-level roles
Strategist-level roles
Associate-level roles
Account manager-level roles

53. Most e-commerce purchases fall into one of four categories. What are these categories?

Physical products, digital products, services, and software
Physical products, digital products, banking, and software
Digital products, services, software, and online games
Digital products, services, software, and discounts

54. Which of the following typically applies to marketing careers?

It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis.
A digital marketing coordinator and e-commerce analyst have exactly the same roles.
You are typically responsible for a wider range of marketing tasks in a larger business than a smaller business.
Marketing coordinators’ tasks at a company are often disconnected and unrelated.

55. What are typical job responsibilities for an e-commerce analyst? Select three answers.

Analyze data from website or mobile app
Ensure email ads generate desired results on a website
Confirm customer interactions align with business objectives
Facilitate a website purchase

56. Fill in the blank: _____ is the buying and selling of goods and services online.

Online marketing
Digital marketing
E-commerce
Digital channel

57. Marketers spend less on online advertising than television, radio, and print media. Digital marketing allows them to serve ads to the right people at the right time.

What advantage of digital marketing does this refer to?

It reaches more people.
It delivers faster results.
It helps build relationships.
It is cost-effective.

58. Developing and running campaigns to increase digital sales, optimizing paid advertising campaigns using SEO, managing an online marketing presence, and monitoring website analytics are tasks typical for which e-commerce role level?

Associate-level roles
Product manager-level roles
Strategist-level roles
Account manager-level roles

59. What term refers to the buying and selling of goods and services online?

E-commerce
Digital marketing
Online marketing
Digital channel

Explanation: E-commerce specifically refers to the buying and selling of products or services over the internet, encompassing activities like online shopping, electronic payments, and delivery of digital goods.

60. Which of the following statements regarding working in a marketing career is generally true?

Marketing coordinators’ tasks at a company are often disconnected and unrelated.
You are likely responsible for a wider range of marketing tasks in a small business than a large business.
A digital marketing coordinator and e-commerce analyst often share very few of the same skills.
Specializing in a marketing field that aligns with your strengths is not recommended.

Explanation: In smaller businesses, marketers often wear multiple hats and handle a broad spectrum of tasks, whereas in larger companies, roles tend to be more specialized.

61. Which of the following are typically associate-level roles in digital marketing? Select all that apply.

Customer service specialist
Social media specialist
Search engine marketing (SEM) specialist
Search engine optimization (SEO) specialist

Explanation: Associate-level roles focus on executing specific tasks within a digital marketing strategy, such as managing social media, optimizing websites for search engines, and running paid search campaigns.

62. Which of the following are typically job responsibilities for an e-commerce analyst? Select all that apply.

Facilitate a website purchase.
Ensure email ads generate desired results on a website.
Edit content on a brand’s website.
Confirm customer interactions align with business objectives.

Explanation: E-commerce analysts track and analyze online sales performance, refine website content, and ensure marketing strategies meet business goals. While they may optimize the purchasing process, facilitating website purchases is not their primary role.